THE IMPACT OF BRAND EQUITY AND PRICE TOWARDS CUSTOMER PURCHASE DECISION IN LOW COST AIRLINES (A CASE STUDY OF INDONESIA AIRASIA, JAKARTA – DENPASAR ROUTE)

Abstract

This research is aimed to analyze Brand Equity and Price toward Customer Purchase Decision that is measure through Brand Awareness, Brand Association, Perceived Quality, and Price with Customer Purchase Decision. Brand Equity and price can be referred to the result of branding strategy and promotion of implementation in Low Cost Airlines business operation for achieving a business growth. Methodology used in this research is quantitative approach with descriptive method by using primarily data and questionnaire is the research instrument. The sampling technique used is non-probability technique with accidental sampling method and the sample size is 200 respondents. Descriptive research and multiple regression analysis are adopted as tool for analysis in this research with significant level of 0.05. The result of research shows that Brand equity and Price has partially and simultaneously influence with Customer Purchase Decision and contribution of Brand Equity and Price toward Customer purchase Decision is shown by coefficient of determination value in which Brand Equity and Price has influence 71.3% on customer purchase decision, the rest 29.7 is influenced by other factor that are not included in this research such as Brand Loyalty and Promotion. Thus Brand Equity and Price result of Branding image implementation in low cost Airlines business operation has partially significant contribution to influence the Customer Purchase Decision of Customers in the market.